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This test consists of 5 multiple choice questions, 5 short answer questions, and 10 short essay questions.

Multiple Choice Questions

1. How does Battelle state the question needs to be formed to achieve the desired results?
(a) With as much detail as possible.
(b) In the shortest way possible.
(c) In an average of five words.
(d) Just right.

2. Which discovery leads Battelle to contemplate the Internet's role in life?
(a) The longest written novel.
(b) The oldest written poem.
(c) The oldest written story.
(d) The shortest written novel.

3. How many examples does Battelle give of U.S. citizens having their privacy rights violated as a result of the Patriot Act?
(a) Two.
(b) Zero.
(c) Five.
(d) Four.

4. What does Mark Maughan do that Battelle finds worth noting?
(a) He illegally gains unrestricted access to Google's main servers.
(b) He is the first victim of online identity theft.
(c) He files a lawsuit against Google.
(d) He is the first person to be banned from Google's search engine.

5. Regulation requires that a company must report as if it were public when it has how many employees?
(a) Over 150.
(b) Over 2,000.
(c) Over 500.
(d) Over 1,000.

Short Answer Questions

1. What notion does Battelle use in his story?

2. What does Google try to offer as a way to solve the major problems websites are having with its search engine?

3. What new role does Eric Schmidt take on as Google grows?

4. Under Google's approach to search, what comes before technology?

5. How long does Battelle envision a name being included in a search engine's index?

Short Essay Questions

1. What are some examples of options that Google offers to help businesses work within its new system to recover lost business?

2. Explain the semantic Web, its original use, and an example of how it could be adapted for larger applications.

3. How can clickstream analysis lead to the further development of search?

4. How does Battelle's personal story, as told in Chapter 12, lead him to an important discovery?

5. How does an algorithm tweak on Google's part inadvertently hurt many online businesses in 2003?

6. What is click fraud and how does it affect search businesses?

7. Describe the main difference in the way Google and Yahoo approach Internet search.

8. Briefly describe some of the troubles Google experiences during the months before becoming a public company.

9. What is Google's motto and what is Battelle's opinion on it?

10. Explain why Google's paid search ads are more effective than traditional forms of advertising, such as radio, television, etc.

(see the answer keys)

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